A decade ago, retail was the best way to promote luxury brands. While Internet sales were just starting to rise, most online shoppers were hesitant to drop a ton of money without inspecting the item in person. However, given the rapid advancement in technology, that hesitance has evaporated without a trace.
Thanks to the power of smartphones, online shopping has never been easier, which means people are no longer reluctant to browse online catalogs and add designer items to their carts. That means you have plenty of options when advertising your luxury brand, but that doesn’t mean you can promote it without a strategy. Your goal is to increase sales while establishing meaningful online connections with your target audience. Here are four tips to help you do just that:
Well-established brands have a clear advantage over others: they’ll show up as the top results in a search engine. That means people will instantly find their products, see that they receive many positive reviews, thus likely earning their trust.
While you can use pay-per-click ads to get more traffic and visibility, it’s just as important to focus on organic search results as well. With a proper keyword-driven SEO strategy, you’ll start ranking well for non-brand-specific keywords relevant to your industry, which will help your target audience find you. This way, you can compete with other luxury brands and start building more recognition for your business.
Search engines like Google prioritize ranking sites that regularly upload fresh content. If you want to compete with luxury brands like Pandora and Tiffany’s, focus on writing content that is so informative and thorough that your target audience constantly links to it when sharing it with their network.
High-quality content is also your opportunity to tell your brand story. By writing articles about your products and the company’s history, visitors will quickly acquire the information they need to purchase from you. Video marketing is also worth investing in, as you’ll be offering more visual references to your brand, making it easier to capture your target audience’s attention.
When you create excitement for your products, you’re creating an automatic, instantaneous form of marketing that will easily convince your target demographic to buy from you. To do this, use persuasive text, attractive images, and well-shot videos to demonstrate your brand and explain why the product or service you offer is perfect for your prospective client. Use social proof, like testimonials and reviews, to show visitors that many other people trust your brand and find it to be the perfect solution for their needs.
Luxury brands need to promote themselves differently from regular businesses. You’ll need to emphasize the “luxury” aspect of your brand, which means invoking a feeling of exclusivity in your products or services. It involves much more than hiking up the price far beyond what most people can afford—you’ll have to prove that the value and quality of your offerings justify the premium price tag.
Fortunately, you can use the Internet to your advantage by encouraging your customers to flaunt your products on their social media, which will give them a higher perceived status than before. Naturally, given the accessibility of the Internet, the public will become aware of the quality of your products and their exclusivity. Soon, there will be an increased demand for your products or services. However, because they’re at a much higher price, the demand will remain high, increasing the perceived exclusivity of your brand.
Conclusion
Marketing a luxury brand can be incredibly tricky, as you’ll have to make sure you separate yourself not just from regular brands but other luxury businesses within your field. By incorporating these tips into your digital marketing strategy, you’ll soon build a following of loyal customers who will be your biggest advocates.
Happy Agencies is a white label agency that can help you with a wide range of marketing needs. Whether you’re just getting started as a marketer or busy establishing your new agency, we can help you with our various services: landing page design, Shopify development, web design, and more. Talk to our sales team today!